Social Media Marketing 101 for eBay and Ecommerce Sellers

Slides from the January 21, 2013 Meetup presentation.
http://www.meetup.com/eBay-Sellers/events/153348272/
Topics covered include an overview of social media marketing, what you can accomplish with SMM as an eBay or Ecommerce seller, highlights of the 6 most popular social media marketing channels in the U.S. (Facebook, Twitter, Pinterest, Instagram, Google+, & YouTube), and a case study to highlight how social media marketing can be used on the different channels.

6.
What is Social Media Marketing?
• 2-Way conversation with your followers
• Building a relationship based on trust
• Using new technologies to reach anyone,
anywhere, anytime
• Visibility off-marketplace
• Maintained engagement with customers after the
first sale
• Recommended Read:
The Cluetrain Manifesto: The End of Business As Usual
Copyright 2014 Sandi Garcia,
All Rights Reserved
6

7.
What is Social Media Marketing?
There are 189 million mobile-only Facebook
users. Source: Fastcompany.com
Instagram is a purely mobile social media
channel.
75% of Pinterest usage is on a mobile device.
Source: AllThingsD, wsj.com, November 2013.
Copyright 2014 Sandi Garcia,
All Rights Reserved
7

8.
What Is not SMM?
Copyright 2014 Sandi Garcia,
All Rights Reserved
8

9.
What can you expect from SMM?
• Build a following
• Build a brand (trust/reputation)
• SEO/OAO
• Search Engine Optimization
• Online Audience Optimization
• Increased sales over time
Social Media Marketing will not surge sales
overnight. It’s a marathon, not a sprint.
Copyright 2014 Sandi Garcia,
All Rights Reserved
9

10.
Who Should Use SMM?
• Established sellers who have a stable company
and want to take it to the next level
• Newer sellers who have identified their
“brand” & are committed to building that
brand over time
• Not (yet) if you are “testing the Ecomm water”
Copyright 2014 Sandi Garcia,
All Rights Reserved
10

12.
Facebook
• #2 most visited website globally & in U.S.
Source: Alexa.com, Accessed 1/21/2014
• 1 in 5 pages viewed on the internet are on Facebook
Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
by Gary Vaynerchuck
• Facebook has 1.9 billion active users; 874 million mobile users
Source: Facebook.com (10/30/2013)
• Now used by 45% of all adults age 65+
Source: Pew Research Center’s Internet Project August Tracking Survey,
Aug. 7 – Sept. 16, 2013
• Only 3-5% of your posts appear in your followers feeds
Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
by Gary Vaynerchuck
Copyright 2014 Sandi Garcia,
All Rights Reserved
12

14.
Twitter
• Public posts are limited to 140 characters
• #hashtags were born here & are a critical in-Twitter
communication tool
• Used by 31% of all internet users age 18-29
Source: Pew Research Center’s Internet Project August Tracking Survey,
Aug. 7 – Sept. 16, 2013
• New! Some photos and videos (Vine) are now
supported in the feed
• 100% of your posts show in followers feeds
Copyright 2014 Sandi Garcia,
All Rights Reserved
14

15.
Google+
• Google+ is different, it’s a layer of social media that
integrates with all things Google (SEO gold)
• There are now over 1 billion Google+ enabled accounts
• It has reached 359 million monthly active users, and is
growing at 33% per annum
• The 45 - 54 year old bracket increased its usage on Google+
by 56% since 2012
• #hashtags work and are important for trending
All stats this slide- Source: www.jeffbullas.com
Copyright 2014 Sandi Garcia,
All Rights Reserved
15

17.
Instagram
• Mobile, mobile, mobile!!!
Now available for my Windows Phone, YAYAYAYAYAYAY!!!
• More popular among people who live in urban areas
• 37% of adults on the internet, age 18-29, use Instagram
Source: Pew Research Center’s Internet Project August Tracking Survey,
Aug. 7 – Sept. 16, 2013
• #hashtags are important to the search experience
• You cannot link to web pages in comments, only in profile
• Rollout is in-progress for a paid advertising option 2014 Sandi Garcia,
Copyright
All Rights Reserved
17

18.
YouTube
• YouTube reaches more US adults (18-34) than any
cable network. Source: Fastcompany.com
• YouTube is the second larges search Engine, after
Google, and for many Millennials it is #1
• YouTube videos can be shared on Facebook and
Pinterest, and will play inside their windows
• YouTube has reached 1 Billion monthly users
Source: YouTube Blog, March 2013
• As a Google product, YouTube is SEO gold
Copyright 2014 Sandi Garcia,
All Rights Reserved
18

19.
Experiment
• At 8:00 a.m. (PT) on the morning of 1/21/13, I created
original social media marketing content to share results
later in the day
• The copy I wrote changes based on the channel I
posted it to (native voice for the channel), and the
image sent to Instagram is different than the others
• The objective on Facebook & Pinterest was to drive
traffic to an in-store eBay search for coffee mugs
Copyright 2014 Sandi Garcia,
All Rights Reserved
19

27.
What Resources Do I Need?
• Time?
– 2 hours/week minimum for 1 post/day
(To do it right)
• Money?
– At first, nothing
– After you’ve built a small audience, you will need
an advertising budget to grow your reach further
(Early on, $50/month should suffice)
Copyright 2014 Sandi Garcia,
All Rights Reserved
27

29.
Why Will they Follow?
“The people you want to reach will pay
attention to your content if it enhances
their lives in ways they value”
John Levine, Professor & Director
Media Management Center, Northwestern University
Copyright 2014 Sandi Garcia,
All Rights Reserved
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34.
Results
• The ad was a hit on Facebook and Instagram
• The ad fell flat on Pinterest and Twitter
• ABT – Always Be Testing, different approaches
will work on different channels
Copyright 2014 Sandi Garcia, All Rights
Reserved
34

40.
NYC Fitness, Family & Finds
https://www.facebook.com/nycfitnessfamilyandfinds
•
•
•
•
Very focused on her hometown: New York City
Original content, her own pics of The City
Excellent balance of non-selling & selling
Authentic & genuine voice, native to FB
Copyright 2014 Sandi Garcia,
All Rights Reserved
40

42.
eBay Traffic Reports
• Included with your eBay Store subscription
• It will tell you how much traffic is on your item
pages, and where your traffic is coming from
• It will not tell you what referring sites your
sales are coming from (this data is not
available anywhere for eBay sellers)
Copyright 2014 Sandi Garcia,
All Rights Reserved
42

43.
Klout.com
• Gives you a social media score based on 1,000+
factors
• It’s a great way to take the pulse of your social
effectiveness, but be careful not to assign too
much value to that score
• You can have a personal and/or business account
• Bing.com search engine factors verified Klout
scores into search Source: SearchEngineLand.com 10/11/2013
Copyright 2014 Sandi Garcia,
All Rights Reserved
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